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Fortune 500

Brand Index Methodology

The Morning Consult Brand Index is an indicator of brand strength among consumers. Each Fortune 500 company receives a score based on a ratio of favorable to unfavorable impressions among U.S. adults and its overall favorability. This ensures that a score takes into account how well-liked a company is among people who have an opinion of it without penalizing companies that are not consumer-facing.

Morning Consult polls thousands of adults across the country each week. The surveys are conducted online using large, established online survey vendors. The data is weighted to approximate a nationally representative sample based on age, race/ethnicity, gender, educational attainment, region, annual household income, home ownership status and marital status.

The Everything Store has entered into a new era — of profitability. The e-commerce giant founded by Jeff Bezos has gone from black sheep to Wall Street darling, thanks to four consecutive quarters of record profits. Amazon’s hardware business is taking off thanks to a hit with the nascent internet of things and newer, cheaper tablets. The company’s voice-controlled home automation device, Echo, has become one of Amazon’s most desired products and sales of its Fire tablets outpaced those of Apple’s iPads during last year’s Black Friday. Amazon Prime, the company’s subscription service for faster free delivery and streaming services of video and music, continues to serve as a lucrative business. In particular, Amazon has been doubling down on its streaming service, launching new original content for TV and movies, as well as offering a standalone streaming service for customers to rival Netflix. Up next? The e-commerce giant is quietly building a shipping network of trucks, planes, and freight to get deliveries to customers faster, taking on the likes of FedEx and UPS.